ABSTRACT
Summary This chapter focuses on the brand essence block of the process for building and sustaining brands. The purpose of this chapter is to help the reader appreciate how the central core nature of the brand can be summarised. Brand essence is put forward as a way of visually summarising the brand using a brand pyramid and a crisp brand essence statement. Recognising that different people have different styles of thinking, alternative perspectives on brand essence and brand models are reviewed to enable the brand’s team to employ a process they feel most comfortable with. In an effort to ensure an integrated brand, the linkage between the brand pyramid and the two constructs of brand positioning and brand personality is clarified. The chapter concludes by characterising brand positioning and brand personality.
